Middle aged ’til I die

In the UK there are now more than 23 million people over the age of 50, and over half of these are 50-64 yr olds, for whom staying in the game is everything.
Our proprietary study Middle aged til I die challenges the unconscious bias and outmoded assumptions that marketers make when seeking to engage with this audience, and how their sense of individual identity is subsumed by the tendency to take a blanket 50+ approach. We take a closer look at one of the most dynamic segments of the population who are challenging our industry’s views about them.

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